Microsoft Exploring How to Brand Phones Moving Forward

Microsoft today said the company has not yet decided what it will call its new smartphones now that it has absorbed Nokia's Devices and Services business. Answering questions today, Microsoft's device chief Stephen Elop said, "Microsoft Mobile is not a brand that will be seen by consumers." He explained that particular name was created for legal purposes only. "The Nokia brand is available to Microsoft to use for its mobile phone products for a period of time, but Nokia as a brand will not be used for long going forward for smartphones. Work is underway to select the go forward smartphone brand." Nokia's networking business and HERE Maps businesses remain a separate company still in Finland. To-date, Nokia's Windows Phone devices have born the Lumia brand name. "Now that we are One company, the marketing and product folks will lay in the plans for the shift to a consistent brand. We are being thoughtful to do it in a way that accrues benefit to Microsoft and to Lumia." Microsoft completed its $7.2 billion acquisition of Nokia's handset business, including 25,000 employees, on April 25. In addition to developing the Windows Phone 8.1 platform, Microsoft will now also make its own smartphones.